An Australian designer has partnered with a US mega-brand and a local retail empire to launch a debut collaborative collection.
Local designer Arabella Ramsay has confirmed a tie-up with The Walt Disney Company to launch a collaborative range which will be distributed exclusively via discount department store Target.
The limited edition sleepwear line, titled 'Nature's Bloom', will comprise of seven vintage styled pyjama pieces, three pyjama sets and a sleep shirt, with prices ranging from $39 to $49.
The collection will drop into 282 Target stores nationally from April 2013, to coincide with Mother’s Day , and will also be available via the Target e-store.
Ramsay revealed she has also created three yardage prints for the pieces, combining vintage sketches of Bambi with her father's [artist Dougal Ramsay] illustrations of Australian animals, particularly the koals.
Florals and stripes also feature heavily in the range, creating a collection designed to be mixed and matched. Key colours include soft hues of cornflower blue and pale pink, combined with bright floral prints of orange pinks and greens.
Fabrications include waffle knit, cotton jersey, cotton woven and cotton fleece.
Commenting on the alliance, Ramsay said the offer arrived at a “perfect time”.
“We have been approached in the past however the timings have not been right. This is a perfect collection that easily aligned with the Arabella Ramsay aesthetic,” she said.
“The idea was different and fun. We have never gone down the sleepwear path, but have always thought that it would be a natural fit.”
Ramsay would not rule out the possibility of expanding her partnership further, or internationally, with Disney.
However, she said that the spring/summer 2013 collection for her second line – Ryder – in collaboration with her business partner, Penny Brown remains her main focus for now.
“Ryder is our focus for the moment and we are looking to invest into the design process to secure the long term growth of the brand. There are big expansion plans on the horizon as Ryder grows,” she said.
“[Right now] we’re flat out producing the first full collection for Ryder as well as exploring other ways to use Dougal Ramsay’s iconic prints over fashion and homewares. And, as we expand and grow, we are loving the opportunities that are coming our way.”